Mumbai: With people spending a lot more time indoors, Chocolate brand Cadbury Dairy Milk has rolled out an all- new campaign ‘Fridge Mein Meetha, Toh Ghar Meetha’ that highlights everyday slice-of-life occasions where consumers open their refrigerators for smaller moments of indulgence.
The campaign created by Ogilvy India features a series of six relatable nuggets that nudge Indian consumers to stock up their favourite chocolate to make their everyday moments sweeter.
The ad films capture moments and familiar situations that India has only gotten more privy to in the last two years with the pandemic creating newer snacking occasions. From indulging in the middle of work, midnight cravings to getting over the heat of spicy food or bribing our loved ones with a bar of Cadbury, these shorties seek to strike a chord with every consumer.
Chilli - https://www.youtube.com/watch?v=QvirZgM7uNI
Dabba - https://www.youtube.com/watch?v=GylgA1aR6Vo
Secret - https://www.youtube.com/watch?v=P9OEKiLDM80
Sorry - https://www.youtube.com/watch?v=wE7H0Cre16I
Speakerphone - https://www.youtube.com/watch?v=uAiapBnFsKs
Torch - https://www.youtube.com/watch?v=YARSrZT6Bdo
“It is a campaign that picks up from how our lives have evolved. Today, we have found the time to discover the moments of joy at home that we didn’t earlier. The in-home consumption focused campaign lands this point beautifully, if there is a Cadbury in the fridge it has the sweetness to make every moment of our lives even sweeter,” said Ogilvy India chief creative officer Sukesh Nayak.
Commenting on the launch of the campaign, Mondelez India vice-president - marketing Anil Viswanathan stated, “Our latest campaign ‘Fridge Mein Meetha, Toh Ghar Meetha’ spotlights occasions where a bar of Cadbury Dairy Milk can turn otherwise mundane moments to sweeter ones and how these happen every day and in every home. As a snacking leader, we want consumers to stock up Cadbury Dairy Milk in their refrigerators and create category growth opportunities beyond instant consumption. We believe that brands that engage with consumers while they nest at home will have a deeper connection and help build lasting relationships.”
The media agency behind the campaign, Wavemaker India chief client office and head – West Shekhar Banerjee commented, “We are very excited about this initiative as it unlocks a huge growth opportunity for the category. One of the toughest tasks for marketing is to create new habits and we'll be putting to test our behavior change framework based on four pillars of Containment, Continuity, Conversion & Content. This is just the start of our journey.”
Determined to influence a forever spot for itself in every Indian household, this ‘Fridge Mein Meetha, Toh Ghar Meetha’ ad is set to build a deeper cultural connection through a multi-year high decibel disruptive marketing campaign. Forging a relationship across all generations, the brand has planned various touch points- advertisements, pack interventions, interactive online and offline retail strategies, digital etc.
